Abercrombie & Fitch 마케팅커뮤니케이션 영문보고서자료.

소개

Abercrombie & Fitch 마케팅커뮤니케이션에 관련한 영문보고서입니다.

목차

A) Company Background
1) General facts
2) Reasons of it’s failure
3) Changes that already took place to recover its sales
B) Why did we choose the company?
I) Target and Positioning

A) What the target used to be and positioning
B) New Target and positioning
1) New Target: Millennial

본문내용

A) Company Background
1) General facts
The company was founded in Ohio in 1892 by 2 men called David Thomas Abercrombie and Ezra Hasbourk. Abercrombie & Fitch is a US based clothing company. The firm defined itself as a “Casual Luxury” Brand for young adults (college students). A&F want to be a cool luxury brand. Regarding it’s previous marketing and communication campaign we can say that the brand emphasizes the fact that the physical appearance and style of its customers are fundamental. The logo of an elk was A&F’s symbol of cools guys and girls among teenagers .The company chose elk because at first (before it went bankrupted it was selling products related to hunting). At first (1992-2000) the company was very successful (over 1000 millions of dollars of sales)The company operate also offshoot brand Hollister Co (that contrary to Abercrombie is very profitable). Unlie to its brother brand Hollister Abercrombie has been facing huge decrease in sales for the last few years.

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